The striking findings of Nadricka, Aydinli, Millet's research expose a paradox in the consumption of organic products. While organic food is considered more environmentally friendly, the guilt or shame associated with wasting it is ironically lower. The research suggests that this reduced aversion to waste stems from the belief that organic food, due to its more sustainable production, is less harmful when wasted.
Lowering prices can lead to more food waste
According to Aydinli, the implications of this research are crucial for policymakers and marketers: "Awareness that consumers are less hesitant to waste organic food due to the presumed lower environmental damage is essential. While the current high price of organic food compensates for this effect, there is a possibility that lowering prices could lead to an increase in food waste," the researcher indicates.
Read more about this research in the Journal of Environmental Psychology.